Creativity's survival in AI era hinges on having right guardrails

New Straits Times

26-04-2025

THE recent Hari Raya celebrations saw a new trend on social media. Alongside family photos and festive greetings were artificial intelligence-generated portraits. These showed families and loved ones transformed into Studio Ghibli film characters.
The appeal is as obvious as it is understandable. These pieces of "art" are novel, accessible and beautiful. They are created in seconds with just a few typed words and an uploaded photo.
But what does this mean for creativity, ownership and consent? What about respect for artists, or the ethical use of AI in content creation?
AI tools are trained on vast datasets, often scraped from the work of human creators without their knowledge or consent.
While AI may offer instant gratification, it skips the emotional journey of creation — the late nights, the revisions, and the inspiration drawn from the artist's own life or loved ones.
In this regard, AI doesn't create art; it performs a version of it. A simulation of creativity, not the soul of it.
We used to make fan art. Now, we are the art. The line between imagination and imitation is blurring fast due to AI.
Still, AI, when developed and used responsibly, can be a powerful force for good.
It has the potential to equip creators with new tools, offer audiences fresh perspectives and expand how knowledge is created and shared.
But unlocking that potential means putting ethics on equal footing with innovation.
Responsible AI isn't just about smart engineering; it's about building fairness, transparency and accountability into the DNA of these tools from the start.
Transparency is likewise critical. Audiences deserve to know whether the content they are engaging with is human-created or machine-generated.
Transparency isn't just about labelling. It's about trust. When people can't tell the source of what they're consuming, the lines of authenticity begin to blur.
Clear disclosures give audiences the context to engage critically, not passively.
To move forward responsibly, we need accountability frameworks that span the AI lifecycle, from development and deployment to use and impact.
Encouragingly, global and local initiatives are emerging to address ethical concerns about AI and its use. International organisations like Unesco, the Partnership on AI and AI Now Institute have outlined principles promoting transparency, fairness and human oversight.
Closer to home, Malaysia has begun paving its own path. The Science, Technology and Innovation Ministry has issued the National Guidelines on AI Governance and Ethics, promoting responsible development practices and reinforcing the importance of ethical guardrails.
At the same time, the Content Forum is updating the Content Code, a cornerstone of Malaysia's industry-led self-regulation, first introduced in 2004 and last revised in 2022.
This revision aims to ensure the code remains fit for purpose in a digital landscape increasingly shaped by generative AI. It's a timely effort to ensure ethical standards evolve alongside technological capabilities, not behind them.
We are inviting stakeholders — industry players, creators and the public — to shape the next evolution of the code. Everyone is encouraged to share their insights, concerns and ideas via the feedback drive portal at www.contentforum.my, which will remain open till May 31.
Every submission will be reviewed, and a public consultation session will follow to ensure the updated code reflects shared values and real-world needs.
As the code evolves, we must look beyond today's concerns and prepare for tomorrow's content realities, where trust is currency and integrity the compass.
We are witnessing exciting times. Generative AI is reshaping how we create, connect and communicate.
It offers exciting new tools that can amplify human potential. But like any powerful tool, its true impact depends on how we choose to use it.
The future of creativity isn't just about what we can do with AI — it's about what we should do with it. We must not confuse imitation with inspiration, or speed for substance.
With the right guardrails, we can make room for technology without pushing human expression to the margins.
After all, the most meaningful stories are still the ones only people can tell.